While perhaps more well-known for its confectionery, Mars is also one of the world’s biggest pet food companies, responsible for brands such as Whiskas, Pedigree and Sheba. Now, it is stepping up innovation.
The company is investing a whopping £1.2m (€1.4m) to transform its Birstall, UK R&D site into an innovation hub for petcare.
The pecare innovation centre has been the source of development for Mars’ nutrition-focused pet treats, including vitamins and supplements for joint health and immunity. The ‘humanisation’ of the pet food market has led to an increase in products focused on pet health and wellness, rather than simple sustenance.
The hub focuses on meeting the demands of pet owners for taste, texture, smell and even shape.
It will include zones for product pitching, areas for prototype evaluation and facilities for creative experimentation. It’ll also have a custom-built kitchen for daily product review, where products from the nearby factory will be assessed.
“Innovation allows us to stay connected to our consumers, solve pet parenting pain points, and design products that improve the experience of pet ownership,” says Elisabetta Pierangelo, VP for global R&D at Mars Pet Nutrition.
“By strengthening our innovation capabilities, we can anticipate their evolving needs and deliver category leading products. Our investment in the Birstall Innovation Hub reflects a long-term commitment to advancing innovation and technology, and to delivering the highest-quality products for the 455m pets and pet parents who rely on us every day.”
The investment is part of a broader cash injection into R&D across Europe. Last year, Mars committed €1bn to European manufacturing, sustainability and innovation investment.
